Purpose and Value of Integrated Marketing Communications

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Select a product or service from a company with which you are familiar.

Write a 850- to 1,200-word paper in which you:

  • Analyze the purpose and value of an integrated marketing communications (IMC) plan.
  • Briefly introduce the company and its products/services.
  • Identify whether the company you investigated has an integrated marketing communications plan

Based on whether the company has an IMC plan or not, do one of the following:

  1. For a company that has an IMC, explain what specific marketing communications tools are used and describe the value of the plan to the company’s overall marketing strategy.
  2. For a company that does not have an IMC, explain three marketing communications tools it could use and discuss how the use of these tools in an integrated marketing communications strategy would enhance its marketing efforts.

Format your paper consistent with APA guidelines. All papers submitted for class should include a minimum of 3 references.


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